Liu's star has fallen for sponsors: report

Liu Xiang's fall from grace at last year's Beijing Olympics has cost the healing hurdles star 87 percent of his endorsement value, according to a report by an independent research organization.

Only one of Liu's 12 sponsors have extended their current contracts with him, while his per-brand endorsement value has plummeted from $2.2 million to $292,000, the Guangzhou-based China Brand Research Institute claimed in its report last week.

The report has inflamed China's Athletics Administrative Center, which slammed it as being groundless.